Not only did MOVA showcase its prowess during the Spring Festival Gala, but behind its cleaning capabilities, it is also strategizing a grand all-scenario smart ecosystem game.
"We have MOVA vacuum cleaners at home. How could I let you do the cleaning?"
On the eve of Chinese New Year in 2026, when the male lead in the sketch "You'll Definitely Love It" uttered this line, the audience might have just taken it as a light - hearted joke. However, from an industry perspective, this line precisely coincides with a fundamental transformation that smart cleaning appliances are currently undergoing: an evolution from "replacing human labor" to "surpassing human labor."
On this night, MOVA made a high - profile domestic debut as the strategic partner of consumer electronics for the CCTV Spring Festival Gala. However, for a super - high - end technology brand that has covered more than 60 countries and regions worldwide, this is not just a simple exposure cooperation but a brand recognition within the mainstream credibility system.
What's even more noteworthy is the question: In a field where other brands have been deeply involved for many years, how could MOVA "overtake" in a short period and stand in this position as a representative of smart cleaning brands? What kind of logic lies behind the industry changes reflected by its rise?
Under the reconstruction of demand, cleaning appliances need to better understand the family scenario
There has always been a blue ocean in the smart cleaning appliance market.
The "Report on the Consumption Trend of New Year Goods during the Spring Festival from 2025 to 2026" released by iResearch shows that in 2026, the consumption of technology - related New Year goods is expected to account for 32.7%. Among them, the recognition of smart home and health technology products is as high as 89.4%, and smart cleaning appliances have become the absolute main force.
According to the internal database and industry insights of 6Wresearch, the global cleaning appliance market is expected to reach $19.4 billion (approximately RMB 134.029 billion) by 2031, with a compound annual growth rate of 5.90% from 2025 to 2031.
However, it's worth noting that in the face of the market opportunity worth hundreds of billions, the constantly changing demands of the smart cleaning market are hitting like rolling waves without interruption.
A senior e - commerce shopping guide noticed an interesting change: Young customers' focus has shifted from traditional parameters such as suction power and battery life to a deeper need for liberation. "Now, the first questions people ask are: Can it clean the mop and empty the dustbin by itself? Is it easy to install and maintain?"
Meanwhile, a survey report released by the Consumer Protection Committee of Jiangsu Province shows that the complaints about vacuum cleaners and floor scrubbers account for as high as 47.76%. The core problems mainly focus on chaotic navigation, failed obstacle avoidance, and the inability to accurately identify materials.
These problems point to the same root cause: Some smart cleaning products on the market don't really understand the family environment they are in.
In other words, in the second half of the smart cleaning appliance market, household users are no longer satisfied with tools that can only "sweep and mop." Instead, they need smart assistants that truly "understand the family." The technological implementation of the MOVA P70 Pro vacuum cleaner and the M50 Ultra floor scrubber in the Spring Festival Gala scenario is a typical example of this industry transformation trend.
Traditional cleaning appliances generally have the problem of a disconnect between product technology and the real family scenario: Disk - shaped vacuum cleaners "make the floor dirtier while mopping," and floor scrubbers leave gaps along the walls and water stains.
The P70 Pro vacuum cleaner displayed by MOVA at the Spring Festival Gala is equipped with MOVA's first - of - its - kind "new - generation roller live - water floor - cleaning technology," which breaks the cleaning logic of traditional disk - shaped vacuum cleaners. By cleaning the mop in real - time during the mopping process, it fundamentally solves the problems of traditional disk - shaped vacuum cleaners, such as making the floor dirtier and smearing stains evenly. Even in scenarios with heavy oil and dirt like the kitchen, it can clean efficiently, and its cleaning effect and efficiency far exceed those of ordinary vacuum cleaners.
In addition, the "AI dynamic double - edge - sticking technology" and the 30,000Pa hurricane suction power of the P70 Pro not only enable it to stick closely to the corners of the wall and the edges of furniture for zero - distance edge - cleaning, "eliminating" the easily overlooked dead corners such as those beside the wall, sofa, and dining table, but also allow it to instantly suck up hair, pet food, and debris without getting tangled.
Coincidentally, the "Spirit Fin lifting mechanical arm" of another "Spring Festival Gala - same - model" floor scrubber, the M50 Ultra, adopts a bionic fish - fin design, which can stick extremely close to the edges and respond instantly within 0.2 seconds, achieving zero - distance cleaning on three sides and perfectly solving the problem of gaps along the walls.
What's even more remarkable is that this floor scrubber has also received the certification from Frost & Sullivan as the "world's first floor scrubber with a telescopic and foldable mechanical arm," enabling it to easily reach various low - lying areas and solve the blind spots in household cleaning. Moreover, when the product is in a flat state, the suction power doesn't decrease, and the sewage doesn't flow back, ensuring the cleaning effect and usage safety. Therefore, the M50 Ultra has also won multiple international and domestic awards, such as the German IFA 2025 INNOVATION HONOREE AWARD - BEST In Design, the Finalist of the US IDEA 2025 Design Award, and the nomination for the Red Top Award in the field of Chinese household appliances and consumer electronics, which proves that its technology and design strength have been recognized by the global industry.
Image source: MOVA
However, the two core products of vacuum cleaners and floor scrubbers that MOVA prominently displayed on the Spring Festival Gala stage are just the "tip of the iceberg" of MOVA's full - matrix strength in the cleaning business. MOVA's cleaning business also includes various product categories such as vacuum cleaners equipped with high - speed digital motors, mite - killing and sterilizing devices, hair dryers that combine quick - drying and hair - care functions, and efficient and safe window cleaners, forming a "full - scenario cleaning package" that covers all dimensions from the ground to the vertical surface, from the plane to the three - dimensional space, and from cleaning to maintenance.
Image source: MOVA
This full - matrix layout not only demonstrates MOVA's technological strength but also builds a strong product barrier, enabling MOVA's cleaning business to fully meet users' needs in the fierce industry competition and occupy a leading position in the high - end cleaning market.
How does a "technology enthusiast" transform into a "life aesthetician"?
As of 2025, MOVA had entered more than 1.4 million families worldwide, with its services covering more than 60 countries and regions.
When a brand rapidly and aggressively seizes the market, we are accustomed to looking for its "killer weapon." MOVA has a unique background. Its rise is not an arms race of technology but a well - planned campaign about "humanizing technology."
In recent years, AI has almost become the main theme of the entire industry. Focusing on the smart cleaning field, many brands talk about AI in terms of parameters and algorithms. MOVA, from the very beginning, has targeted specific implementation scenarios: making machines think and work like humans.
The forward - looking nature of this lies in the direct introduction of the AI standard of humanoid robots. This is not only an improvement in computing power but also a subversion of the cognitive logic. Traditional vacuum cleaners are generally composed of "eyes" + "hands and feet." They stop when they see an obstacle and start sweeping when they see dust, simply executing mechanical instructions.
In contrast, MOVA's products are like having a "cerebellum." The core capabilities of this "cerebellum" are broken down into two perceivable actions: recognition and decision - making.
Moreover, the core of the "cerebellum" that MOVA endows its products with is to elevate the traditional "recognition" and "decision - making" to a new level. For example, the SIRIUS 60 vacuum cleaner exhibited at the IFA exhibition can not only accurately recognize whether the object in front is a toy, a pair of slippers, or a carpet but also make a coherent decision of "moving the obstacle aside first, then conducting in - depth cleaning, and finally putting the object back in place."
Image source: MOVA
Whether it's the "Space Hub automatic mop - changing" technology equipped in the V60 MOBIUS or the "triple AI dirt - recognition" function equipped in most production lines, the essence is to simulate human cleaning thinking: cleaning in zones to avoid cross - contamination and treating key stains with special attention. This brings technology to the forefront. Users are no longer facing a cold machine but an "intelligent butler" that can understand the family zoning and handle unexpected situations.
This is how MOVA established its persona as a "life aesthetician."
MOVA has always been striving to return to a highly practical R & D concept: Consumers don't pay for technology but for the effects brought by technology. This has become the "master switch" for understanding MOVA's product logic and forces the R & D team to answer a question: Can users perceive this technology?
Following this question, MOVA translates technology into perceivable user value.
Take the "AI + double mechanical arms" as an example. It not only solves the physical coverage problem of corner cleaning but also relieves users of the daily annoyance of bending down to pick up and move things. This "hands - free" experience brings an emotional value of being carefully taken care of. The Space Hub mop - changing system goes even further. It precisely addresses the hidden concerns of high - end families about health and delicate cleaning: The mop used in the kitchen shouldn't be used in the bedroom. This kind of concern, which cannot be quantified by parameter tables but truly affects the sense of quality of life, is real.
It is this R & D logic of "using the effect as the yardstick and perception as the measure" that makes MOVA's technology stack no longer a cold configuration list but a set of life solutions that can be experienced and trusted.
Thus, MOVA has successfully transformed the hardcore of a "technology enthusiast" into the delicacy of a "life aesthetician." It uses AI technology to achieve those "little joys" that users don't mention but always desire in their hearts.
MOVA's "abnormal" globalization: Go to the most difficult places first
Whether it's in market demand insight or technology implementation, MOVA has blazed a new trail and taken a path rarely traveled by others. The same is true for its globalization path.
The globalization layout of most companies usually follows a well - proven path: Use Southeast Asia as a springboard to verify the model and then gradually penetrate into the European and American markets. This approach, centered on cost control and risk mitigation, has been the mainstream paradigm in the past decade.
However, MOVA's globalization path shows obvious "counter - intuitive" characteristics. From its very inception, it chose to directly enter the high - end markets of developed countries in Europe and America, an area regarded as the core territory by international brands that have been entrenched there for many years.
Behind this choice are MOVA's three basic judgments on the current global competition landscape:
First, the market with the highest global standards is the real testing ground for the technological discourse power of a global brand. MOVA has been global - oriented since its birth. MOVA understands that technological discourse power cannot be replicated. It can only be forged through the strict tests of every mainstream market and then become the sole source of brand power.
Second, the value distribution structure of the global market is being reconstructed. Emerging markets such as Southeast Asia and Latin America contribute to the sales volume, but the formation of brand power, technical standards, and user mindsets is still highly concentrated in developed countries in Europe and America. Avoiding this market means voluntarily giving up the "right to define" brand value.
Third, the moat effect of the cost - performance strategy is weakening. When a brand's competitive advantage is only reflected in price, its market position is always at risk of being eroded by lower - cost substitutes. MOVA's strategic choice implies a judgment: Only through verification in the high - end market can a sustainable brand moat be established.
In short, MOVA's market entry sequence is not simply about the order of time but a progressive arrangement of a stress - testing mechanism.
In regions like Southeast Asia, where the culture is relatively similar and the operating cost is controllable, MOVA runs through the online - offline collaborative model and accumulates experience in local channel management, thus completing a "rehearsal" for its subsequent entry into the European market.
The European market undertakes the function of in - depth verification of technological adaptability. The strict requirements for household cleaning in countries such as Germany and France, including the cleaning logic for different floor materials, the path planning for complex room layouts, and the high sensitivity to health and environmental protection indicators, happen to match the technical features of MOVA's main products, such as "zoned cleaning" and "AI recognition."
That is to say, MOVA's choice of Europe is not only a choice of consumer purchasing power but also a choice of application scenarios that can magnify its technological advantages.
Finally, the North American market is the ultimate testing ground. As the high - point of the global smart cleaning industry, this market has the most mature consumers, the highest brand - switching cost, and the most complex competition dimensions. Achieving a breakthrough in the North American market means that the product has passed the strictest stress test.
Judging from the results, MOVA's strategy has been initially verified by the market.
Data shows that during the Black Friday in Southwestern Europe in 2025, its vacuum cleaner category achieved a GMV of 200 million yuan in the high - end market. Three main models covered the price range from entry - level to high - end and entered the top 20 in the overall platform sales. In the North American market, during Prime Day, it entered the top 10 of the Best Seller list in the vacuum cleaner category.